At least give them appreciation, that even they didn't make it, they have tried their best and its worth more for them. Also an encouragement to build better camaraderie of every individual regardless they win or not. Giving them recognition and sports memorabilia, will keep them motivated and inspired.

Not just so we are in the modern world, but shopping is what we basically needs in order for us to play the role of consumers. For me I am into shopping where online shopping is one of my interest is the mens watches online, it is not my addiction, but I am buying it because of my needs, and as consumers, it is also way of getting the economy even better.